Deshabhimani – Keralam Vilayatte 2
Exposing the toxic reality behind ‘fresh’ vegetables.
The Challenge
Deshabhimani and Malabar Gold & Diamonds partnered to confront a silent threat spreading through local markets and busy streets. Pesticide-contaminated vegetables had quietly become unwelcome guests at dinner tables across Kerala, leaving families anxious and uncertain about the safety of their daily food. This collaboration aimed to spark awareness and action.
The Pop Take
The campaign’s visual strategy was designed to evoke a sense of unease, to make the audience feel like the danger was lurking beneath the surface. It created an unsettling atmosphere, hinting that even the freshest-looking produce could be hiding a toxic secret. The font used was deliberately spooky, adding to the fear factor.
The Result
The campaign became an eye-opener for many people in Kerala. With the help of Deshabhimani’s wide reach, the message about the dangers of pesticide-filled food and the importance of making healthy choices reached thousands of homes across Kerala. This led to a positive change. Communities came together, all hoping and working towards a healthier future. The campaign bagged metals at Big Bang, Foxglove, Maddys, and Pepper.
Awards
